My research areas include: Film Branding, Film Marketing, Consumer-centric Marketing, Consumer- Brand Identification, Consumer-Brand Engagement, Marketing Communications, Advertising, Product Placements and Consumer Behaviour
My research focuses on consumers' identification of and engagement with films as brands. I am particularly interested in the branding of experiential goods, consumer-centric marketing, consumer-brand relationships and the rise of iconic brands. I have experience/interest in both qualitative and quantitative research methodologies.
- Marketing and Corporate Brand Management Research Group
- Responsible Consumption and Circular Enconomy Research Lab